The key is how to endorse the brand through public relations crisis.

Key words: Liu Xiang Zhang Wuchang Olympic injuries to retire because of injury recently published Bowen speaking, Liu Xiangsheng lost billions of poor. .Liu Xiang, the brand endorsements from the point of view, his endorsement of many brands: Cadillac, Amway Nutrilite, Coca-Cola, white sand culture, Shanshan Men, Maxima cars, Erie, Bank of Communications, Lenovo, PVI, O'Connell, China Post .EMS, NIKE, China Mobile; which an endorsement (20000000): Nike, Coca-Cola, Yili, and VISA. .Liu Xiang's worth will not decline significantly due to out of the race? .Sponsor's interests would not be harmed? .(The latest estimate for the Liu Xiang worth). .Retire because of injury to Liu Xiang, China International Public Relations Association, Chen Xiangyang, deputy Secretary-General noted that, from public relations point of view, the endorsement of the brand of Liu Xiang has been in line with the sun, up the properties, the initiative out of the race, for certain businesses .outside of the image will bring in addition to economic losses. .But even more important, Chen Xiangyang noted how public relations crisis as soon as possible, the next step of the marketing strategy, turned the corner, is the business imperative. .</ P>.